sample and Korean sample separately. Correlation coefficients for social and functional needs seem somewhat low, but both items for both needs types were kept. because two items may reflect underlying social and functional needs better than one item. Brand loyalty m easured
Relationship between the tw o behavioral variables exam ined
Purchase behavior. Section three requested demographic and purchase behavior information. In the consumer behavior literature (Shim and Eastlick, 1998; Homer and Kahle, 1988), purchase/repatronage intentions (intentions to purchase products or to visit stores or shopping malls) and/or shopping frequency, frequency of mall visits, and amount of purchase, have been widely used to measure brand/store loyalty or shopping mall patronage. The impacts of consumer values, attitudes, or perceptions of attributes of the products/brands, retail store or shopping malls on such behavioral outcomes were examined (Shim and Eastlick, 1998; Homer and Kahle, 1988). The impact of consumers’ needs to be satisfied through particular products on behavioral outcomes may differ depending upon the type of behavioral outcomes. Thus, in this study two purchase behavioral variables were employed. One purchase behavior variable operationalized for this study was the number of apparel items (ladies’ blazer-type jackets) purchased during a given time period multiplied by the average amount spent for each item. Thus, it was defined as purchase amount and this total spending on a specified apparel category was used to examine the impact of needs on quantitative purchase behavior. Another behavioral variable selected for the study was brand loyal behavior measured by two scale items (i.e. when I buy clothing, I usually buy the same brand I bought last time; I usually buy the same brands of clothing). The correlation coefficient of these two items was 0.76, indicting a good reliability of the measure of brand loyal behavior. Data analysis A simple regression was used to examine the relationship between the two behavioral variables (i.e. purchase amount and brand loyal behavior). Using the factors identified for consumer values and types of needs for apparel products, multiple regression analyses were employed to examine the impact of consumer values on each need and that of needs on purchase behavior. Multiple regression analysis was chosen because the review of literature suggested that a hierarchical relationship exists among consumer values, and attitude (needs in this study) and behavior. Thus, each need (i.e. a dependent variable) was regressed using the combination of the self-directed values and the social affiliation values (i.e. independent variables). Similarly, for the relationships between the types of needs and purchase behavior, the purchase behavior variables (i.e. purchase amount and brand loyal behavior) were each regressed using the combination of the three types of needs. In employing the multiple regression analysis, multicollinearity among independent variables often poses problems. In this study, however, it was deemed to be an appropriate method of data analysis, since all correlation coefficients between any two independent variables were below 0.4 (Asher, 1983; Emory and Cooper, 1991). For the purpose of direct comparison of means of the groups, Duncan post hoc tests were employed. Results and discussion Consumer values The consumer values as measured by Kahle’s individual LOV items in the two country markets are summarized in Table IV. Consumer values were grouped into the two types, the self-directed and social affiliation values (as shown in Table V), to examine how these two values influence
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